Crossovers – Are They Going too Far?

The ink has just about dried on the paper – Audi will build an A5 Sportback, and BMW will start selling the 5-Series Gran Turismo very soon. In this very puzzling world, we now witness the hybridization of virtually every form of conventional car design. While we used to be content with a four-door saloon, or a Sport Utility Vehicle (SUV), or a coupe, consumers are now taking up coupe SUVs (X6, anyone?) and four-door coupes. We simply aren’t satisfied with convention anymore, and in times like this where bolder is probably better, car manufacturers are going all out to capitalise on capturing a market that is hungry for something new.

The rather obvious push in this direction can partly be attributed to increasing profits. These unique models, with their one-of-a-kind looks, command a premium over the cars they are based on. Cars like the Mercedes CLS, for instance, is based on the E-Class platform but sells for a lot more. The MSRP of the CLS550 is USD70,700, while the E550 has a MSRP of USD56,300. By utilising the same platform to create a totally different car, Mercedes is achieving economies of scale and reducing overall costs per car. And, even better still, Mercedes is making more money per CLS than it is making for every E-Class – hence the lucrative business here is made plain to see. Similarly, BMW has done the same for the X5 and X6. The X6 uses identical chassis, drivetrains and engines as the X5, save for a naturally-aspirated petrol inline-6 that would probably not fit favourably in the X6’s image of being a more upmarket car. Notice too that the CLS only has the petrol CLS350 as the base engine, while in some Asian countries the E-Class can even be had in the E200 guise. So, in conclusion, these niche models are potent money-makers, and intentions to make them are usually profit-driven.

The lesser established theory is that the tastes of the consumer is changing. While this is not immediately obvious, more affluent consumers would be looking for something more than the run-of-the-mill model which is accessible to a wider set of potential buyers. In short, people with the money would want something more special, something his neighbour next door will not be driving too. This is where these ‘hybrid’ vehicles come in – being special yet still retaining the core fundamentals of the standard car. Perhaps people who buy these vehicles also treasure style over practicality, because examples like the CLS can seat only 4 passengers (as opposed to the E’s 5) and have more awkward interior spaces to cater for the radical exterior design.

I’m fine with these crossovers. They have a purpose and they find their place in the market. What really irks me though, is how sometimes you can go overboard with creating crossovers. Take the A5 Sportback for example. Audi claims it has “the emotion and elegance of a coupe, the comfort of a sedan and the practicality of a station wagon.” This three-in-one package is a bold claim indeed, and when you try to do too many things at one time you tend to compromise. I personally feel the A5 Sportback neither has the elegance of a coupe, nor the comfort of a sedan. It actually looks rather awkward and the sloping rear roof would definitely affect the headroom of the rear passengers. If you ask me, if you chose the A5 Sportback then you probably can’t make up your mind between a perfectly eye-catching A4 or a stunning coupe like the A5. I would have preferred that Audi made a four-door coupe instead of something like the Sportback, which would have made more sense. You have to give Audi credit, though, for the enormous boot space that the Sportback possesses. But please, less complication for me and I’ll be happy. Having more choice is always a good thing but also makes for more decision-making. I don’t know about you, but sometimes I am just content with choosing between A or B, and not A, B, C or D. It just seems Audi is doing this as a commercial exercise and nothing else.

The 5-Series GT is another example. It claims that the “attributes of an elegant sedan, a contemporary Sports Activity Vehicle and a classic Gran Turismo are masterfully melded into a single, harmonious vehicle concept.” Perhaps this car is the most awkward of it all – it looks like a Beluga whale from the rear, doesn’t look like a sedan nor a SUV, but perhaps does it job quite competently – it claims to have the legroom of a 7-Series thanks to a 120.7-inch wheelbase. So, passengers will be pampered like in a 7-Series – but why not get a 7-Series in the first place? Forgive me, but the more I read about the concept of a 5-Series GT the more ridiculous it sounds to me. It’ll be interesting to see how sales of the 5-Series GT will pan out, as it could very well be answering a question that nobody asked.

Crossovers used to be beautiful vehicles, combining perfectly two body styles that creates a unique design that is refreshing. Now I don’t know. I’m seeing a more primitive form of evolution in car design – that of mutation.

But, I’m willing to accept that I may be the one out of step here as I can’t help but notice that these vehicles that are already out are putting up good sales numbers, considering we’re in a down market. Is it the brand? Or, are the vehicles so wonderful that buyers are willing to excuse the looks? Or, do the buyers love the looks, and the brand, and, the performance?

The only writer to be based in Asia, James provides a refreshingly different perspective to the automotive industry with his unique experience of living in the Far East. He is a prolific journalist who has written for several leading automotive publications in Singapore, including Torque Singapore and REV Magazine Singapore. He believes in the thrill of driving and champions for an appreciation of driving pleasure above the horsepower race. In September 2010, James relocated to the United Kingdom, London, bringing him to a whole new environment from which to start a new chapter in automotive journalism.

6 Comments

J Ulla

July 21, 2009

I think they’re buying the brand and the different (not good) looks. I think most of these new melanges are goofy-looking.

Point and Shoot

July 21, 2009

BMW X6: Fugly

Luke

July 21, 2009

So we’re basically heading toward vehicles that are a jack-of-all-trades, master of none. Not as good looking as a coupe, don’t have the space utility of a true wagon or SUV, too tall to handle as well as a sedan, and more expensive than all. Yep, makes sense to me.

George

July 21, 2009

Ten years from now we may able to look back and admit that it took jacked up 5 door versions of mid-sized luxury sedans to enable the hatchback to dominate the US automotive scene the way it does that for the rest of our globe. At the least the new Crossovers or SAVs are not being marketed for faux off-road attributes.

Traditional crossovers were cars that attempted to emulate austere, boxy, truck-like designs. Who really wants their BMW to look like an HUMVEE or a Peterbuilt?

Finally crossovers are starting to look more like – fancy this – hatchback cars that they really are.

Yes. If that BMW had a GM badge, it would be roundly lambasted. And rightly so. Please kill this thing. It has gone too far.

Mirko

July 23, 2009

Audi will build an A5 Sportback, and BMW will start selling the 5-Series Gran Turismo very soon. In this very puzzling world, we now witness the hybridization of virtually every form of conventional car design.

Am I the only one to not see the hybridization? Those two are very conventional 5-door hatchbacks.